Brazil to Host 2027 Women's World Cup, Protecting Commercial Rights
The Federal Government issued Provisional Measure 1335/26, granting FIFA exclusivity over trademarks, symbols, and broadcasting rights. The regulation establishes exclusive advertising zones in the eight host cities and provides for severe civil penalties for those who use the tournament’s image without a license.
Brazil has taken the first legal step to guarantee the commercial integrity of the FIFA Women’s World Cup 2027. Through the publication of Provisional Measure 1335/26 in the Official Gazette, the country establishes a special protection regime that regulates the use of logos, mascots, trophies, and communication rights, thus fulfilling the guarantees required to host the event.
The regulation seeks to offer absolute legal certainty to official commercial partners, shielding the exploitation of the event that will take place from June 24 to July 25, 2027, in eight venues: Belo Horizonte, Brasilia, Fortaleza, Porto Alegre, Recife, Rio de Janeiro, Salvador, and São Paulo.
Zero tolerance for ambush marketing
One of the pillars of the measure is the fight against "ambush marketing". To this end, commercial and advertising restriction zones will be delineated around the stadiums and the FIFA Fan Festival spaces. In these areas, no brand other than the official sponsors may carry out promotional or communication actions attempting to associate themselves with the tournament.
The National Institute of Industrial Property (INPI) will implement an accelerated registration regime to protect industrial designs and related trademarks, ensuring that any improper use of official symbols is sanctioned through civil proceedings.
Rules for media and alcohol advertising
The regulation also defines key operational aspects for the communication industry:
- Image rights: FIFA maintains exclusive control over audio and video capture. Media without rights may only broadcast up to 3% of the match duration for strictly informational purposes.
- Beverage advertising: The sale and promotion of alcoholic beverages will not enjoy special relaxations; it must strictly comply with current national legislation and consumer and child protection regulations.
- Tickets: Sanctions are specified for irregular ticket resale and unauthorized public screenings for profit.
Immediate effect
Although the Provisional Measure is already in force, it must be ratified by the National Congress starting in February. This legal framework is identical to that implemented during the 2014 men’s World Cup, reinforcing Brazil’s stance to protect the value of commercial licenses in an increasingly aggressive advertising market.
Tags: Brazil, women's football world cup, 2027 Women's Football World Cup, 2027 Women's World Cup, world football advertising